“The Chef does everything but cook—that’s what wives are for!” – Kenwood Chef
This is yet another ad that is degrading to women, saying they are only good for cooking food. This ad suggests that the primary job of the woman is to stay at home and cook for her husband and children. In the 1960s and even the 70s, a woman’s primary occupation as a housewife involved managing the household, doing the housework, and caring for her family.
Even if the woman was employed as a clerk in an office, she was expected to quit her job and rely on her husband as the sole breadwinner once she got married. The husband is being appreciated in this ad for buying his wife an appliance to help her cook. The proud man of the house anticipates better food since he was thoughtful enough to buy a mixer that whisks eggs and makes dough. But it doesn’t fry bacon and eggs or grill steaks. It doesn’t wash the dishes or do the laundry. It doesn’t clean the house or sweep the floor.
It also says that even if the man is a chef, it would be the duty of his wife to cook for him since he is already cooking for other people for his job. It is quite degrading to consider that women will follow the instructions of the chef and then continue to cook on her own.